A recent e-mail to radio AE's - feel free to share!`When a local retail advertiser insists on including a phone number in a 30 second spot, he damages his advertising message. A phone number does not make the success of a spot more likely. In fact, it is not a harmless, innocuous addition to the copy. In nearly all cases, the presence of a phone number damages the 30.

Every second in a 30 is like oceanfront property. Every second has to be used to its fullest benefit. Including a phone number takes up at least 3 seconds. Reading it twice takes up 6 seconds. At that point, the client has wasted 20 percent of the time available with clutter.

Few consumers will write a phone number from the radio. What's most important in the spot is the retailer's name and a simple, clear, compelling message. Every second of the radio oceanfront property has to contribute to those two objectives. Anything else is clutter and dilutes the message. It's that simple. When the ad message is sufficiently compelling and they remember the retailer's name, they'll find him!

The phone number is white noise that goes in one ear and out the other. It's right up there with radio copy sludge like "friendly, knowledgeable staff," "for all your (fill in the blank) needs," "conveniently located at," "try us again for the first time," "you've tried the rest, now try the best," and "for your shopping convenience," All do real damage to a simple, clear ad message.

I'll concede that a mnemonic phone number like 1-800-NEW-CARS may be ok. When it's a phone-only call to action, certainly a number is necessary. When a dry cleaner, hardware store, or yogurt stand, however, insist on a generic number like 325-5298, it is beyond useless. It takes up valuable time and damages the effectiveness of the commercial.

A web address is a little more memorable, but what's realistic is to say simply "search" followed by the advertiser's name. That's what consumers do these days. Be sure to check first to be sure that a web search brings him at or near the top of the results.

Any spec or first take I do of a commercial will not include the phone number, unless it's appropriate as described above. I'm asking that when a client says to you "what about my phone number," please do your client the service of explaining the benefits of not including it! A phone number is the worst possible use of his oceanfront property. It's a useless as including the advertiser's birthday.

Of course, don't get into an argument with your prospect. If he implacably insists, we'll include the number. At least, though, we will have tried to deliver the best possible radio copy, undamaged by copywriting clutter.

Make no mistake: what you are testing is the desirability of the advertiser's offer and the effectiveness of the copy to a statistically demonstrated audience. Think about that. There is no "testing" of a radio station. What is being tested is the desirability of the advertiser's offer and the effectiveness of the copy to a statistically demonstrated audience. Here are some reasons why agreeing to the "mention this ad" bit is a bad idea:1) Your advertiser is dictating the terms of the "test" and the cards are heavily stacked against you. In nearly all cases, the reward for "mentioning this ad" is lame and comes with lots of conditions. "Mention this ad and get a free soft drink. Valid only at dinnertime and only one per table. Not valid on weekends or holidays." Come on.It is forgettable. Yet, the AE is hoping against hope that a flood of customers will jump at this irresistible incentive and actually "mention this ad!"Of course, when no one "mentions this ad," the client will not see it as a failure of his forgettable offer. He will see it as a failure of advertising on your station.2) Tracking will be hit and miss. Will the staff even know about it? Here's a likely conversation between the manager (owner) and his cashier or server: Manager: "Hey Carl, has anyone mentioned that radio ad?" Cashier: "What radio ad?"3) "Mention this ad" takes up too much time in a radio spot! In a 30 second spot, every second is valuable radio real estate. When you spend 12 seconds laying down the rigid conditions and lame reward for "mentioning this ad," you sacrifice precious seconds that are needed to develop the real advertising message. It's like setting up pup tents on oceanfront property.4) Finally, saying "mention this ad" sounds small time. We are not small time.I realize that in a closing situation, sometimes you do what ya gotta do to make the deal. Nevertheless, I urge you, whenever possible, to gently lead your prospects away from this flawed and meaningless "test" of the radio station.Nick